Commercial copywriting and concepts
Long before I wrote words for a living, my love of sales started at a famous department store just off London’s Regent Street. Seasons spent selling racks of shirts, ties and cufflinks to men and women who, minutes before, hadn’t known they needed them…
In my view, that’s the best possible training for a professional persuader.
After that, I polished up my direct selling skills by launching the new Liberty luxury lifestyle catalogue, and writing several editions of it too.
Now, when it comes to advertising your products with wit, charm and psychological finesse – or just Plain English working hard behind Big Ideas – I like to believe those retail years still show, and here are some samples to prove it.
British Gas
Keeping customers cosy with a simple die-cut doordrop
Scottish Gas
What happens when your boiler goes out? A flickering magnet reminds you how easily you can fix it…
British Gas
Some tabloid press wraps look like advertising. Not this one!
Lavazza
The most incredible espresso loyalty experience… for only 17p per pack
Liberty
Selling luxury products off the page
RCI
6 holiday postcards, 5 different voices
RCI
Welcome home, wherever you are: cross-selling super-premium properties with an 80-page coffee-table portfolio
McAfee
When viruses strike, you need a reliable defender
Wanadoo
Internet access that’s as painless as a stick-on tattoo
Wanadoo
We’re sorry you’re leaving for a different supplier, but here’s an easy way to hang onto your pay-as-you-go account. You know, just in case…
